If a customer has a problem or is really ticked and happens to reach you begging…pleading…crying…screaming you simply send them to customer service – in Bangladesh.

There…another great customer contact!

A recent article in the Wall Street Journal noted thateveryone is promoting their social media marketing/communications expertise.Or as Forrester’s Sean Corcoran said, "You can't walk out your house without bumping into a social-media expert today.”

And the latest issue of Business Week had a great article on the hot new job…social media director.

Reading all the noise surrounding social media you’d think it was the second coming.

Man it’s the brave new world for individuals/agencies.

Finally a real job you can sink your teeth into.

You have to admit the jobs discussed in the articles sound awesome…all that viral outreach…all those neat ideas for others to pick up and run with…all of the great ideas just waiting to be spread across the market, across the globe.

We Missed the Class

We always thought social media and sound relationships started with the customer…

And ended with the customer.

Most seasoned folks we know make the point that social CRM (customer relations management) and marketing/sales social media is difficult to get your arms around, difficult to integrate into your business operations.

If you don’t understand your customers/your audience it’s tough to develop a social strategy that makes sense for your organization.

The templates the experts offer just don’t work for everyone, heck anyone for that matter.

Problem with most smoke ‘n mirror folks is that they think they can control the conversation.